Blar i BI Open på forfatter "Srinivasan, Shuba"
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Advertising's sequence of effects on consumer mindset and sales: A comparison across brands and product categories
Valenti, Albert; Yildirim, Gokhan; Vanhuele, Marc; Srinivasan, Shuba; Pauwels, Koen (Peer reviewed; Journal article, 2022)Advertising has the power to influence how consumers experience, think, and feel about brands, but the sequence of these mindset effects may differ by brand and category. This paper analyzes how the mindset factors of ... -
How CEO/CMO characteristics affect innovation and stock returns: findings and future directions
You, Ya; Srinivasan, Shuba; Pauwels, Koen; Joshi, Amit (Journal article; Peer reviewed, 2020)Investor stock market response has received a great deal of attention in the marketing literature. However, firms are not faceless corporations; individuals such as CEOs set their strategies. Upper echelon and strategic ...